Last week, Seth Godin, a former Yahoo marketing executive and a former Simon & Schuster author, self-published his book, ”Unleashing the Idea Virus” after turning down an advance. He persuaded the online booksellers BarnesandNoble.com and Amazon.com to distribute electronic editions for free to anyone who cared to download it, and reaped a bonanza of publicity from the stunt.

Today Godin discussed his latest plans on his blog, writing, “I honestly can’t think of a single traditional book publisher who has led the development of a successful marketplace/marketing innovation in the last decade.” In that case, here’s hoping the current “bonanza of publicity” works out well!